【摘要】：隨著商品經(jīng)濟(jì)的迅猛發(fā)展,商家利用知名人物的形象進(jìn)行商業(yè)化宣傳的現(xiàn)象不斷出現(xiàn),而與知名人物形象有關(guān)的糾紛案件也不斷產(chǎn)生。由于我國(guó)沒有建立商業(yè)形象權(quán)保護(hù)制度,發(fā)生類似案件的時(shí)候只能援引人格權(quán)法、知識(shí)產(chǎn)權(quán)法或者不正當(dāng)競(jìng)爭(zhēng)法的相關(guān)規(guī)定來進(jìn)行判決。但這樣的保護(hù)模式具有很大的缺陷。美國(guó)的商業(yè)形象權(quán)保護(hù)制度從1953年正式確立到今天,已經(jīng)有60多年了,并且在司法實(shí)踐中發(fā)揮了很大的作用,使得權(quán)利人的合法權(quán)益得以有效保護(hù)。因此,筆者主張我國(guó)應(yīng)該借鑒國(guó)外相關(guān)制度,并結(jié)合我國(guó)的實(shí)際情況,構(gòu)建我國(guó)的商業(yè)形象權(quán)保護(hù)制度。除了引言和結(jié)語(yǔ),本文共分為四章。第一章筆者分別介紹了美國(guó)、日本、世界知識(shí)產(chǎn)權(quán)組織對(duì)商業(yè)形象權(quán)的界定,同時(shí)介紹了我國(guó)理論界對(duì)商業(yè)形象權(quán)的定義,并分別對(duì)商業(yè)形象權(quán)與肖像權(quán)、商譽(yù)權(quán)、人格權(quán)進(jìn)行了辨析。筆者認(rèn)為商業(yè)形象權(quán)指自然人對(duì)自己的可識(shí)別性的形象要素所具有的商業(yè)利用價(jià)值進(jìn)行商業(yè)化利用的權(quán)利,僅包括自然人的真實(shí)人物形象,不包括虛構(gòu)角色形象,也不包括法人或其他組織,此為本文與其他學(xué)者觀點(diǎn)的不同之處,亦為本文的創(chuàng)新點(diǎn)之一。第二章中,筆者介紹了我國(guó)理論界對(duì)商業(yè)形象權(quán)性質(zhì)的認(rèn)識(shí),主要有四種學(xué)說,分別為知識(shí)產(chǎn)權(quán)說、商事人格權(quán)說、新型人格權(quán)說、無形財(cái)產(chǎn)權(quán)說,并對(duì)各種學(xué)說的觀點(diǎn)進(jìn)行了點(diǎn)評(píng)。筆者認(rèn)為我國(guó)商業(yè)形象權(quán)性質(zhì)上應(yīng)當(dāng)屬于無形財(cái)產(chǎn)權(quán)。第三章中,筆者主要對(duì)美國(guó)、日本的商業(yè)形象權(quán)保護(hù)制度進(jìn)行比較法分析,并闡述我國(guó)商業(yè)形象權(quán)的保護(hù)現(xiàn)狀及缺陷,為下文我國(guó)構(gòu)建商業(yè)形象權(quán)保護(hù)制度做好鋪墊。在介紹美國(guó)的商業(yè)形象權(quán)保護(hù)制度時(shí),以美國(guó)加利福尼亞州的商業(yè)形象權(quán)保護(hù)制度為代表進(jìn)行分析,此為本文的創(chuàng)新點(diǎn)之二。第四章中,筆者認(rèn)為在我國(guó)理論界對(duì)于商業(yè)形象權(quán)制度處于初始研究階段的背景下,我國(guó)商業(yè)形象權(quán)保護(hù)制度的構(gòu)建不能急于求成,在初始階段應(yīng)該遵循從嚴(yán)立法的指導(dǎo)思想,并從商業(yè)形象權(quán)的法律關(guān)系、限制制度、侵權(quán)的構(gòu)成要件和民事責(zé)任承擔(dān)方式方面對(duì)我國(guó)商業(yè)形象權(quán)制度的構(gòu)建提出具體的建議,期望能對(duì)我國(guó)商業(yè)形象權(quán)保護(hù)制度的構(gòu)建做點(diǎn)貢獻(xiàn)。
[Abstract]:With the rapid development of commodity economy, the phenomenon of businessmen using the image of well-known characters for commercialized propaganda is constantly appearing, and the disputes related to the image of well-known characters are also emerging. Because our country has not established the protection system of commercial image right, we can only invoke the relevant provisions of personality right law, intellectual property law or unfair competition law to judge when similar cases occur. But this kind of protection mode has the very big flaw. It has been more than 60 years since the establishment of the commercial image right protection system in the United States in 1953, and it has played a great role in judicial practice, which makes the legitimate rights and interests of the right holders to be effectively protected. Therefore, the author argues that our country should draw lessons from foreign relevant systems, and combine the actual situation of our country, construct the protection system of commercial image right of our country. In addition to the introduction and conclusion, this article is divided into four chapters. The first chapter introduces the definition of commercial image right in the United States, Japan and the World intellectual property Organization. At the same time, it introduces the definition of commercial image right in our country, and the right to commercial image and portrait, goodwill right respectively. Personality right is analyzed. The author believes that the right to commercial image refers to the right of a natural person to commercialize the commercial utilization value of his identifiable image elements, including only the real personage of a natural person, not the fictional character image. It does not include legal persons or other organizations. This is the difference between this paper and other scholars, and it is also one of the innovations of this paper. In the second chapter, the author introduces the understanding of the nature of commercial image right in the theoretical circle of our country. There are four kinds of theories: intellectual property right theory, commercial personality right theory, new personality right theory, intangible property right theory. At the same time, the views of various theories are reviewed. The author thinks that the right of commercial image in our country should belong to intangible property right in nature. In the third chapter, the author mainly analyzes the protection system of commercial image right in America and Japan, and expounds the present situation and defects of the protection of commercial image right in our country, which lays the groundwork for the construction of commercial image right protection system in our country below. When introducing the business image right protection system of the United States, this paper analyzes the business image right protection system of California, which is the innovation of this paper. In the fourth chapter, the author thinks that under the background of the initial research on the commercial image right system in the theoretical circle of our country, the construction of the commercial image right protection system in our country cannot be carried out in haste, and the guiding ideology of strict legislation should be followed in the initial stage. And from the legal relationship of the commercial image right, the restriction system, the constitution elements of the tort and the way of the civil liability, the author puts forward some concrete suggestions on the construction of the commercial image right system in our country. The author expects to make some contributions to the construction of the protection system of commercial image right in our country.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：D922.29

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相關(guān)期刊論文 前1條

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本文編號(hào)：2170611